Winchester School of Art Assessment Brief Academic Year 2021/22 Module Code ARTD 1108 Assessment Type Portfolio (1500 words) – Annotated Contextual Portfolio PDF including 5 images (80%) Digital presentation (15 minutes including questions) (20%) Module Title Fashion Styling & Creative Practice Weighting 80/20% Module Leader Amanda Bragg- Mollison Module Leader Email A.Bragg- Mollison@soton.ac.u k Launch Date 31/1/22 Word Count 1500 words portfolio Submission Date by Presentation slides &portfolio hand in 13/5/22 Presentations w/c 16/5/22 Feedback to Students Date 11.00am on 8 June 2021 Method of Submission Turnitin / Safesend for PPT slides – office to email instructions ahead of submission Other staff attached to module: Sacha Williams Styling Workshops Thursdays s.c.williams@soton.ac.uk Richard Rafter Digital Sessions R.Rafter@soton.ac.uk INTRODUCTION: This module will introduce and encourage you to explore contemporary fashion styling, fashion photography, visual communication and professional creative practice within the fashion industry. Utilising your research techniques and methodologies drawn from Introduction to Research and Fashion Contexts you will develop your own fashion-focused creative outcomes through the application of research, critical evaluation and creative experimentation. These final outcomes will be created for a selected contemporary magazine brand and must be appropriate for its perceived target audience and its market focus. As part of the assessment, you are required to develop fashion editorial imagery (5 images). You must choose a theme for your shoot from the following; 1. Diversity in fashion 2. Sustainability 3. Digital / Technology 4. Mental Health / Wellness / Health The outcomes you create should appeal to the target audience of your chosen publication and, consequently, part of your research process should involve identifying your chosen brand’s representative readership. Be adventurous and imaginative in the creation of your final outcomes but do make sure that they fit within the scope and brand values of your chosen magazine. A key aspect of this module is the notion of practice-based learning as a means to underpin your creative learning journey. Through a series of online and on-campus workshops you will be introduced to professional styling practice, photography studio work, the role of stylist and photographer as well as digital post-production editing and design. Within the research and development element of the module you will be expected to examine contemporary creative fashion practice, visual narrative and current trends and developments. The impact and relevance of fashion magazines on today’s society will need to be considered too. ASSESSMENT BRIEF: The assessment is in two parts: 1) An Annotated Digital Portfolio containing a mock-up of your final editorial spread for your chosen magazine plus all supporting research, development and exploratory work. 2) A 15 minute Presentation that will include an analysis of your research and concept development and an explanation of rationale behind the creation of your final outcomes. ASSIGNMENT 1 80% Annotated Contextual Portfolio (1500 words) including your final 5 images Learning Outcomes: A1, A2, B1, B2, C1 and D1 (please see below for more details on this) You must produce an annotated creative portfolio that illustrates your research and the critical analysis you have undertaken in order to develop your final visual outcomes. Your portfolio should demonstrate your understanding of the challenges set within the brief and your exploration of relevant themes, concepts and ideas appropriate to this. Be prepared to look beyond the obvious and seek out inspiration from all around you. Feel free to draw upon relevant cultural, philosophical, social and creative contexts as well as assessing the value of outputs from key creative innovators and practitioners both within fashion industry and beyond. Consider too, your chosen magazine’s brand values, personality and it’s perceived target market and reflect upon how this might impact upon your own creative direction. Be sure to include visual documentation of all experimentation, exploration and development work, including sources of inspiration and influences. Please do remember that the evidence of your development process is just as valuable and important as your final five images. TECHNICAL NOTES FOR ASSIGNMENT 1: Don’t worry if you are unfamiliar with some of the terms/acronyms used below you- will receive guidance on all of this as part of your studio sessions. If shooting with a Smartphone you must ensure: 1: Your phone camera is set to the highest quality within your settings. Using the best quality setting will give you the highest quality outcomes possible and allow you more flexibility when it comes to retouching or manipulating your photographs. 2: That you can transfer images from your phone to your laptop or desktop. 3: You will edit / retouch your final 5 selected images in Photoshop and save these files as either print ready PDFs or, ideally, Photoshop (PSD) files. 3: You will lay out these final 5 PDFs/PSDs in InDesign and export them as single print ready PDFs with a 3mm bleed. If shooting in a studio you must ensure: 1: Make sure that your camera is set to take CAMERA RAW images- not JPGs. Using CAMERA RAW will give you the highest quality outcomes possible and allow you more flexibility when it comes to retouching or manipulating your photographs. 2: You will edit/retouch your final 5 selected CAMERA RAW images in Photoshop and save these files as either print ready PDFs or, ideally, Photoshop (PSD) files. 3: You will lay out these final 5 PDFs/PSDs in InDesign and export them as single print ready PDFs with a 3mm bleed. Your final images must meet these requirements: Original Image size: at least A4 or larger, File format: Print Ready PDF Colour mode: CMYK (RGB for on screen Viewing), 300 dpi Layouts: either portrait or landscape All images should be retouched and refined in Photoshop ASSIGNMENT 2 (20%) Individual 15 Minute Live Presentation: The Creative Pitch Learning Outcomes: A1, B1, B2, C1 and D1 (please see below for more details on this) Week commencing 16th May 2022 you will present on the rationale behind your chosen fashion editorial. A presentation of no more than 10 minutes will be followed by questions from tutors. You will have the opportunity to pitch your ‘concept’ and your final visual outcomes. You will need to convince the assessment team as to why your fashion editorial is appropriate for inclusion and how it would appeal to a chose audience / magazine. You will also be expected to explain your research methodologies and concept development and its relevance to your final outcomes for creative marketing purposes across multiple media channels. For all other information on this module please refer to the module handbook available on Blackboard. Learning Outcomes & Assessment Criteria: A Knowledge and Understanding Having successfully completed the module, you will be able to demonstrate knowledge and understanding of: A1. Contemporary fashion imagery in relation to broader visual culture; A2. Fundamental aspects of styling and photographic practice. B Subject Specific Intellectual and Research Skills Having successfully completed this module, you will be able to: B1. Apply and formulate creative ideas to your own practice and aligned to the set brief; B2. Systematically and comprehensively source, analyse and interpret fashion marketing and management intelligence to develop imagery that is brand appropriate. C Transferable and Generic Skills Having successfully completed this module, you will be able to: C1. Effectively present and communicate your ideas using digital media to a target audience. D Subject Specific Practical Skills Having successfully completed this module, you will be able to: D1. Visualise and communicate creative fashion propositions IMPORTANT INFORMATION – please read Late Penalties: Any submitted after the deadline will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing in advance of the deadline. University Working Days Late: Mark: 1 (final agreed mark) * 0.9 2 (final agreed mark) * 0.8 3 (final agreed mark) * 0.7 4 (final agreed mark) * 0.6 5 (final agreed mark) * 0.5 More than 5 0 Attendance: All full-time students are required to attend University for the duration of their programme each year, and to attend for such additional periods of study as may be required by the regulations of the programme of study that you are enrolled. The University Attendance Regulations are available from the University Calendar: http://go.soton.ac.uk/9xp It is anticipated that students will only miss teaching sessions due to circumstances beyond their control such as illness, medical appointments, or other problems which must be dealt with immediately. Out of courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to explain the reasons for absence (and you should copy to your Personal Academic Tutor any such correspondence). A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is cause for concern, we will contact you and ask you to contact your Personal Academic Tutor. Unreported and sustained absence may seriously affect your learning capability and may result in you being withdrawn from your programme. Special Considerations: If you believe that illness or other circumstances have adversely affected your academic performance, information regarding the regulations governing Special Considerations can be accessed via the Calendar: http://go.soton.ac.uk/9xo Extension Requests: Extension requests along with supporting evidence should be submitted to the Student Office as soon as possible before the submission date. Information regarding the regulations governing extension requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via the Quality Handbook: http://go.soton.ac.uk/bxo Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for investigation. References: You should use the Harvard style to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing Also, please refer to your notes from Introduction to Research for additional guidance. end
